Psychologists Sheena Iyengar and Mark Lepper conducted a famous marketing experiment，They have a tasting booth selling jam at the market。The first week they offer 24 flavor options，6 types available in the second week。

First week，60% of customers 188bet online sports betting stop and try，3% of those who try 188bet online sports betting buy；Second Week，40% of customers 188bet online sports betting stop and try，And 30% of those who try 188bet online sports betting buy。When they offer fewer flavors，There are ten times more customers buying。

This is the paradox of choice，More choices attract more potential customers，But too many choices 188bet online sports betting make them feel that the burden of choice is too heavy，Thus causing them to abandon the purchase。The reverse is also true: research shows fewer choices increases conversion rates。

Many hotels 188bet online sports betting encounter this dilemma when booking on the website。By showing various room types，Each room type has different prices and package options，There are easily over 50 choices on the website，And that doesn’t include parking、Additional services such as airport transfer。

Due to the inflexibility of 188bet online sports betting inventory (cannot convert standard rooms into suites)，So reducing your choices is very difficult，Usually not possible at all。However，There are some simple ways to help hotels retain potential guests:

Break the purchasing decision process into several steps

On most hotel websites，The traveler enters their check-in date and the booking engine displays all available options。Suppose a hotel has five room types and eight price plans，Then the traveler 188bet online sports betting see 40 different options on one page。

Hotels should break the booking process into smaller pieces、Easier steps，Let travelers choose the room type first，Provide price plans and additional services，Instead of overburdening potential customers with choices。The decision-making process for guests has become simpler，The conversion rate 188bet online sports betting naturally increase。

Mayfair 188bet online sports betting in Miami & Spa previously offered nine room types and different price plans based on seasonal travel packages，Adopted a two-step booking process in late 2014，Since five months，The 188bet online sports betting’s conversion rate increased by 64% year-on-year，Income increased by 66%。

Minimize additional 188bet online sports betting during the booking process

Ancillary services provided by airlines in ticket booking are successful，Includes upgrade、Travel insurance, etc.，Hotel industry follows airlines，Additional services are also included in the booking process。But booking data shows，Only 3% of guests 188bet online sports betting purchase additional services，Revenue from additional services only accounts for 0% of total revenue.1%。

The hotel may think it has nothing to lose by offering additional services，But a long list of additional services gives guests more choices，It 188bet online sports betting only increase the chance of abandoning the reservation。Data display，The incremental revenue from additional services in the booking process is very small，Almost no impact on conversion rate。

Hotels should minimize additional 188bet online sports betting，Or show it after the booking is confirmed。Hotels can use many pre-stay marketing tools to promote additional 188bet online sports betting，Such as room upgrade, etc.。

Set default selection in advance

In marketing，The impact of default selection is very large。Research shows，After setting the default selection，Most people 188bet online sports betting continue with the default selection，And this choice 188bet online sports betting become the standard by which other choices are measured。

Hotels can take advantage of 188bet online sports betting，Set lowest available rate as default selection，Usually the most booked standard room。There are two advantages to doing 188bet online sports betting: first，When guests only want to book the cheapest room，Can reduce barriers to purchasing decisions；Secondly，188bet online sports betting allows guests to compare with more expensive rooms。Hotels can even go one step further，Show guests the price difference between the default choice and the upgrade。

In fact, the relationship between the paradox of choice and the number of choices is not big，It’s about simplifying the guest decision-making process。The 188bet online sports betting understands this psychology，And make use of it，can greatly improve the conversion rate。